This is an individual assessment. Complete your work on your own and properly cite the sources you have used. Academic misconduct will be subject to investigation.

Assignment brief

Much modern consumption is related to fitness and exercise. It could be said, therefore, that there is a fitness and exercise market sector. However, this is a broad way to conceive what could be a wide range of products, services and customer segments. Firms which aim to provide fitness/exercise value propositions will have to make decisions about what parts of the sector they should focus on.

Choose a firm and present a critical marketing account of how it operates in part of the UK fitness and exercise sector.

To help choose the firm on which you will base your work, make an initial general review of the UK fitness and exercise sector using relevant secondary data sources. Use this review to judge the scope of the sector and identify what you think are some interesting current/recent trends, events, etc.

Based on your insights gained from your initial review, pick a firm to focus on which you think is interestingly involved in the sector. Critically apply what you judge to be relevant marketing theories to conduct a marketing audit for the firm you have chosen to focus on. Use both marketing theory sources and secondary data sources.

Things to include in your presentation:

Discuss your initial review of the UK fitness and exercise sector and explain your choice of the firm that you will use for the assignment. Use approximately 1 minute of the presentation time for this part.

Communicate the key insights you have gained from your marketing audit. You will need to prioritise what should be included in the remainder of your 5 minute presentation time because there will not be time to list all the fine detail of your full marketing audit.

More specifically:

1. Show how you think your chosen firm should conceptualise its micro environment.
2. Use the ideas of the marketing mix and customer segmentation to explain how the firm provides value for customers.
3. Explain what you judge to be the three most important macro environmental factors that are likely to affect firms operating in the micro environment you have described. These should be specific macro factors, not general areas such as economic, political, etc., that are likely to have an effect in the next 1 to 3 years.
4. In the presentation slides, clearly cite what theory and data sources you have used at each stage. Use the final slide of the presentation to list all the sources that you have used.

Format and submission:

• Record your presentation as a video which includes your verbal commentary and the visual aids that you have created in support of the points you want to make.
• Use MS PowerPoint for your visual aids.
• Use a camera to include yourself in the presentation video.
• Submit the final video recording, as an MP4 file, to the submission point in the Assessment tab of the module blackboard site.
• Submit your MS PowerPoint slides to the Turnitin submission point.
• The maximum allowed duration of the video presentation is 5 minutes.

Module learning outcomes

This assessment should contribute evidence for your achievement of the module learning outcomes, which are:

• Understand and evaluate different marketing and financial tools and critique their merits, defects and limitations in the development of a research task.
• Effectively implement the research plan through the coordination of resources, successfully gathering relevant information.
• Develop coherent arguments and reach relevant conclusions from the data collected, utilising appropriate theoretical tools and models.
• Produce verbal and documentary reports appropriate for the needs of the target audience which have clarity and are effective in presenting the outcome of the project.